Banner Ads. Advertising requirements

This document is a translation of Banner Ads in English. In case of conflict between the Turkish version of Banner Ads and this translation - only the Turkish version of Banner Ads is legally binding. The Turkish version of Banner Ads can be found here:

1. Supported formats: GIF, JPEG, PNG, SWF, FLV (, HTML5 ( However, SWF and FLV formats are supported not for all banners.

2. Size of the banner file depending on the size in pixels:

Banner size in pixels

Banner file size


up to 150 Кb

200x300 [2]

up to 35 Kb


up to 150 Кb


up to 150 Кb

2.3. Size of the banner file depending on the pixel height and width (for the Media Context Banner):

Banner size in pixels Banner file size
240х400 up to 120 Kb

3. An alternative text for a banner may be 100 symbols maximum.

4. An advertising banner must have visible borders (must be framed in a colour different from the banner's background colour) the banner’s background must not be transparent.

5. Banners with large flashing graphical or textual elements and/or background, with sudden relocations of elements that seriously interfere with the user’s attention when the user works with the site page (studies the page contents or enters a query) [1] are not accepted.

6. Banners that use third-party tools for counting statistics (except for to the counters of TNS and UTM tags) are not accepted. The counters TNS must support https protocol.

7. Maximum amount of symbols in a link contained in banner (URL) shall not exceed 500 symbols.

8. The link (URL) on bannersight (Url of a page which opens via click on the banner) are accepted only in UTF-8.

9. No banners with embedded links containing redirects to automatically/forcibly redirect the user to a different Internet address (Redirect) shall be accepted, unless used for the purposes of:

9.1. Redirecting within the resource reached through the original link (e.g., redirect from to shall be allowed; redirect from to shall be forbidden);

9.2. Redirecting to any domain mirrors;

9.3. Redirecting along with a protocol change (e.g. changing http:// to https://).

The circumstances as set forth in 9.1-9.3 shall accept no more than three Redirect operations.

10. There are additional requirements to the banner on the Yandex Main Page. The banner script and the sequence of frames in the gif banner must be executed (played) for 18 seconds maximum [3]. Animation may be replayed but no earlier than in 1 minute. The HTML5 banner may be also added with a “Play once again” control key, after the clicking on which the script will be re-run. The HTML5 banner itself may be interactive and may respond to moving the mouse cursor and/or clicking on the banner, by moving images on the banner according to the action made.



[1] For example, flashing may include changes in the element colour (i.e. of any of parameters by the hue-saturation-brightness scale) by more than 40%, at an interval of more than once in 2 seconds. A sudden relocation may imply changes in the position of an element on the banner, at a speed of more than by 100% of the element size (or by 50% of the banner size) for 1 second.

The above estimates are not a criterion of a banner compliance with Yandex requirements but rather an illustration of our system of estimates. If a banner has creative problems outlined above, it is sure to be denied as non-corresponding to Yandex requirements. However, there may be situations when a banner with much lower values of changes is recognized as irritating, or, a banner with higher values of changes is accepted. The final decision is taken by the Chief Editor Board for the advertising policy regarding each separate doubtful case, on an individual basis.

[2] Banners of the specified format and size are placed only on internet media position Media and contextual banner (

[3] For scripts of the banner and the sequence of frames of the gif banner, containing information which is mandatory according to the applicable law, the maximum time may be increased to the length required by such applicable law.


Date of publication 05.12.2017

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